“That’s great news for app publishers and yet another step in Apple’s efforts to improve app discoverability,” says Craig Palli, Chief Strategy Officer at mobile app marketer Fiksu, who also confirmed these changes following our inquiry.
A recent change to Apple’s App Store search engine now leads to improved search results for misspelled queries with small typos, we’ve learned. In addition, searchers looking for an app they know by name, but are unsure if it has spaces in the title, are also seeing better results. For example, those looking for the highly ranked “QuizUp” game wouldn’t have found it before if they had typed in “Quiz Up” with a space. Now it appears.
New data from Fiksu seems to buttress this change at Apple stores. The Mini Retina is now at the same level of adoption as the original Mini, according to Fiksu, which samples data from millions of iPads using Fiksu apps.
The iPad Mini Retina is now available for walk-in purchase at Apple stores nationwide. And new data shows that the new Mini has caught up to the original Version in adoption.
The average cost to acquire a new player in October was down only 5 cents from September to $1.63, according to app marketing company Fiksu.
While that doesn’t seem like a big deal, that $1.63 average cost is up 54 percent compared to October 2012. Last year, the huge influx of new iPhone 5 users caused gamers to pick up a ton of new apps in the weeks following the hardware’s release.
Fiksu tracks its Software Developers Kit (SDK) being used on individual iPads and iPhones so this can provide one datapoint on what percentage of any given model is being used.
Fiksu’s latest graph shows that the Retina mini was being used on 0.33% of all iPads as of Sunday, twelve days after it was launched, vs. the original mini which was at 0.34% of all iPads a year ago. Since the Retina mini could only be bought on-line or with a reservation at a store until Friday I am pleasantly surprised that the Retina mini has established itself so well in less than two weeks.
I have been following Fiksu’s data on the iPad Air and Retina mini to see how often they are showing up in app usage to get an indication on how well they are selling. I have also been tracking their lead-times to get a feeling for how much demand there is.
Fiksu’s latest graphs show that apps that use its SDK (Software Development Kit) are using the Air 2.4 times as often 18 days after shipping than the iPad 4 and original mini combined (2.09% divided by adding together 0.44% and 0.43%). While this doesn’t directly translate to sales I believe it does show how well the Air is doing overall. Note that I am using the 18th day as the percentages for the current 19th day can change during the day.
Fiksu provides a Software Development Kit (SDK) that is used by a wide range of companies including 7 Eleven, Coca-Cola KO +1.46%, Disney, Samsung and Zynga that helps them grow their user base.
Fiksu has been monitoring the usage of its SDK on the iPads that have it installed since the initial availability of the iPad 4, iPad Mini, iPad Air and the iPad mini with Retina display.
Fiksu has been monitoring the usage of its SDK on the iPhone 5c’s and 5s‘ that have it installed since their initial availability on September 20, 58 days ago.
To estimate how the 5c and 5s may be tracking compared to the 5 you can take the percentage that Fiksu’s SDK is showing up on the 5c and 5s (9.31%) and divide it by the 5’s (5.54%) to get a ratio of 1.68x or 68% higher.
Fiksu, a fast growing specialist in helping app makers place ads and analyse app performance, believes Twitter will succeed.
Steve Bagdasarian, VP of strategy and biz dev at Fiksu, Inc told ME there are two key factors Twitter has at its disposal – real time location and intent.
He said: "Twitter is a sleeping giant. Its ability to feed real time data back to advertisers about where users are and what's on their minds at any one time – that's going to be very very powerful. I see Twitter making a huge impact in 2Q 2014."
“As an app marketing platform, the only major change we’ve had to accommodate is the shift away from UDIDs and MAC addresses that iOS 7 makes final, which has been underway for more than a year.” said Craig Palli, chief strategy officer at Fiksu.
“Our SDK is fully integrated with the IDFA (Identifier For Advertising) and the Limit Ad Tracking feature and it is already up and running on iOS 7. In fact, slightly more than 1 percent of our traffic is already on the new operating system.”
A Fiksu executive at Mobile Marketer’s Mobile Marketing Summit: Holiday Focus 2013 said smart marketers should roll out updates before the holidays since iOS 7 will automatically update mobile applications.
The “Fiksu: Tapping the hidden power of app marketing for the holidays and year-round” keynote lunch session gave attendees ideas to prepare their mobile app strategies for the holidays. Additionally, marketers should focus on the post-holiday season to increase loyal app users.